Fendi Take The Road Of Youth For Consumers' Favor.

If Karl Lagerfeld was introduced to Fendi in 1965, it would be the classic Italy.

As the symbol of creative youth, Pietro Beccari became chairman and CEO of Fendi in 2012. That is the brand's new start to "return to youth" in business and communication strategy.

He is shaping.

The determination and strength of the core image has been confirmed during its Louis Vuitton service: for example, invited second American astronauts Buzz Aldrin landing on the moon to participate in the classic "Journeys" advertising blockbuster, in order to win deeper international recognition for the brand.

According to the world clothing and shoe net, this year, Pietro Beccari's latest handwriting is to bring Fendi to Beijing in 2014, a global charity project launched by The Peekaboo Project.

Similar to previous Japanese and Korean stations, the brand selected six local iconic figures to participate in the design of Peekaboo handbags (one of Fendi's best-selling products), and then auctioned off 1 to 3 celebrity style handbags, and the proceeds were donated to all guests.

Designated charities.

In order to gain wide attention, the candidate's background extends from fashion art to social culture and sports: works of Liu Wen, Guo Jingjing, Angela Baby, Yang Lan, Liang Yuanwei and Ye Jintian are exhibited at Taichung's "Red Chamber" in Sanlitun. At the same time, they also include 10 handbags designed by influential characters such as Peekaboo, Project, Zaha Hadid, and Cara Delevigne, etc. in the past Adele.

In addition to displaying several different styles of Peekaboo handbags, the exhibition site takes part in the behind the scenes Creation video of artists and the iPad version DIY Peekaboo game created by visitors.

Unlike the past activities of the brand, real time sharing and digital marketing are the core of the campaign.

"This is not a large-scale exhibition. You can think of it as an elaborate television station: divergent signals to cover people in wider, different areas.

Nowadays, the physical location of brand activities has become increasingly unimportant. The key is to see whether you have excellent content and materials to supply online demand so that millions of people can see it.

The official video of the event has reached 400 million hits on micro-blog, and even 1% of the audience can buy Peekaboo, which has achieved the effect for us. "Pietro Beccari" frankly shared the next step of brand younger in an interview with reporters, which is recognized by the millennials in the digital marketing environment where the diaphaneity is increasing.

"Online and social media marketing has become the center of brand communication, especially in China (far beyond other areas). We go to the streets together with mobile phones, live together and observe the world together.

It's the most powerful and quickest way to improve your reputation, if you do the right thing.

In the end, I believe that brands are lucky enough to choose the influential people in social media (who is their fans, not the number of them) to communicate with millions of people. This is your excellence.

The proportion of Fendi to digital marketing will only increase in the future, "he added.

Previously, in order to attract young people, Fendi has created a new website called F is for.

The website displays fashionable family members, modern music, interesting bars, Rome scenery in Fendi's eyes, brand products are implanted in it, and is directly linked to the electricity supplier.

Pietro Beccari's idea of starting Fendi pformation is very clear. He must keep the brand as the original position of luxury goods, and constantly produce the explosive money that fashion consumers chase. In this seemingly paradoxical paradox, Fendi is guaranteed to be remembered by style instead of trademark.

Putting the logo "Rome", which began in 1950, back to Fendi Logo, and launched the high investment communication program starting from the eternal city of Rome, is his first step.

In July 2013, Fendi and EUR S.p.a. signed a fifteen year agreement on the Palazzo Della Civilta (Italy Italiana) to confirm the building as Fendi Rome headquarters.

This huge repositioning plan also covers the about two million euros repair project of the brand to the Italy cultural heritage Trevi Fountain (VAT) and the four Four (Fountains), which has gained lasting social reputation and cultural selling points for the brand.

"Every brand wants to find an eternal style, but creating classics is not so easy.

You can't sit at a computer desk and say, I'm going to design a classic bag.

Classics are not determined by brands, but by consumers.

Compared with other brands, Rome is our special feature: a powerful marketing tool.

We have replaced Logo, trademark letter radii and packaging for Fendi, "Pietro Beccari explains why a series of" small to medium sized "pformation projects are behind.

{page_break}

The move in the same period as the occupation culture highland is Fendi's "street oriented" product innovation.

Fendi Bag Bugs, which was born in the autumn and winter series in 2013, has become the most fashionable single product in fashion industry overnight.

In the spring and summer series of 2014, the key chain, made of fox fur, Diao Mao, belt and silver key ring, was further evolved into owls and Moxi dry heads, or even with SWAROVSKI crystal.

The cute and lovely image and high price make it a favorite product of millennial consumers, and bring the weird aesthetics to the brand men's suit, mobile phone shell and fur coat.

The new Kan I handbag was also successful in its sweet form.

"In the past few years, Fendi has been defined as the embodiment of creativity.

Many of the series we released became objects of imitation or even plagiarism, such as' Fashion Strap ', such as the Micro Bags launched three years ago.

Now many luxury brands begin to make Micro bags.

Creativity becomes a weapon for market share. You should not only become more creative, but also achieve it at a faster speed. First, promote it, and the bigger the sound, the better.

The ultimate benefit is consumers.

This is the hard times of brands, but the best times for consumers.

They can enjoy unprecedented creativity. "

Pietro Beccari has revealed in the interview the success secret of breaking through the brand, "do not indulge in happiness for too long".

For example, he was overthrown by Fendi himself in the movement of "de Logo" in 3 years ago.

"If you look around us, the market will start embracing Logo again.

We launched the beautiful 'F' and 'FF', and you will see more in the next few years.

In the process of becoming younger, Fendi has been racing all the way, and has recently cooperated with Korean idol Taeyang (Tae Yang) to launch the Young Bae series.

In Beccari's view, brand embrace and youth are the original intention of keeping pace with the times.

"The only fear of Karl comes from repeating oneself or doing what others have done.

Others are not afraid of borrowing, but we are not.

He has been abandoning the past (forgetting his own success) and focusing on the future.

After the FENDI 90 Anniversary Show last year, I said to the wishing pool and Karl, "after the show is over, I feel happy and sad.

If we have made 90th anniversary celebrations in Fontana di Trevi, 100th anniversary, what shall we do? "This has become a new worry for me now.

More interesting reports, please pay attention to the world clothing shoes and hats net.